A Proposed marketing plan for Del Monte Philippines, Inc.

• Main Authors: Chan, Cymbeline, Cheng, Sandra, Lim, Karen, Yip, Jocelyn
• Format: text
• Language: English
• Published: Animo Repository 1994
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/16830
• Institution: De La Salle University

Despite the yearly growth rate of 7-10% in the banana catsup market, Del Monte Banana Ketchup (DMBK) continues to be one of the less popular brands in the said industry. DMBK has only 3.6% of the market, where other brands like UFC and Papa enjoy shares of 57.3% and 29.9%, respectively. As such, the reformulation of the current DMBK is suggested. This could warrant a taste as well as a price that is more suitable or acceptable to the Filipino palate and pocket, correspondingly. Further, a new unique selling proposition (USP), in the line of Improved Del Monte Banana Ketchup--spice up every dip! , is proposed for DMBK. This is attempted to appeal to Filipino housewives, ages 21-45 and of the ABC socio-economic groups, regarding the dip which gives zest to food attribute of the new DMBK. Likewise, evaluatory studies in the form of UAI surveys as well as sales and marketing share analysis, are suggested. In light of these, sales is speculated to reach P 49,959,505.20. Investment on product reformulation and promotion is at P 9,316,840.60.